So why do we believe the future of Facebook will be all video? I know it may sound like a bold statement and sounds pretty far fetched for Facebook to be all video, however, this actually comes straight from the horse’s mouth. Facebook themselves. This is what was said back in 2016 by Zuckerberg:
Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.” – Mark Zuckerberg, 2016
In that same year Nicola Mendelsohn, Facebook's VP of EMEA Operations said at a conference that in five years, Facebook "will be probably all video,". Mendelsohn also added that video is "the best way to tell stories in this world" and "helps us to digest much more information.”
So we’re now four years down the line and what’s changed? Are their predictions correct? Well yes, and no, there’s no denying the huge increase in video content on Facebook, but we’re not quite at a stage where we’ve lost text altogether. But to be fair we’ve still got another year to go to assess whether Nicola’s prediction will come true.
Although I know we’re not quite there yet, I do genuinely believe in a couple of years we’ll be there or thereabouts. So if you’re not using video on facebook you’re in danger of being left behind.
So as a marketer or a business owner how can you use videos on Facebook to leverage your brand or product? In this blog, I’m going to focus on paid video ads on Facebook and how you can utilise them for your business.
Paid advertising is a fantastic way to promote your product or service to your target audience. With facebook, you can target specific groups based on their location, job or interests, which is taken from Facebook’s vast wealth of data it has on its users. It’s no secret that Facebook’s organic reach has been rapidly declining for some years, this is no accident, Facebook wants you to use paid ads, which is hardly surprising when 90% of their revenue comes from mobile advertising.
So why use video in your ads as opposed to image-based ads? Well according to Clear Pivot who tested video vs images in their Facebook ads, they found that video came out on top with a 20-30% higher conversion rate. However, for this to work there’s a couple of things you need to consider.
The first thing is you need to be really clear on your objective and then your video should demonstrate that. For example, if you’re creating a teaser video ad for a special offer, then it needs to be really clear, it also needs to be clear as to what they should do next, so a clear call to action.
Square not Landscape
Your video also needs to be square and not landscape, the reason for this is that square videos take up 78% more space in the news feed which results in them consistently outperforming landscape videos. So if you’re videos are uploaded in a landscape format you stand much less chance of being noticed in a busy newsfeed
The final thing is to make your video stand out, use bright colours with bold and contrasting text. You’ve got to remember there is an endless amount of video content on Facebook, so you need to ensure your video ad stands out.
The most important thing you need to remember is that there isn’t one fixed reliable way of making this work, every company is different and what work’s for one won’t necessarily work for another. So make sure you test it for yourself, run your own A/B tests and figure out what works best for you.
Don’t be disillusioned if your first one doesn’t have the results you were expecting, make sure you learn from your experience and keep tweaking it until you get it right.
Once you’ve figured out what works for your business, you’ll be all set for when Facebook eventually becomes “all video!”